Course objective

• Examine the role of Communications
• Explore the range of communications techniques and tools available
• Develop increased skill writing for print and the web and competency in the range of PR tools and techniques including editing
• Learn how to write a clear PR/Communications brief
• Plan communications activity to meet client need
• Learn how to develop an electronic PR/Communications Centre
• Develop crisis media management techniques
• Develop media interview techniques
• Develop personal communications effectiveness

Course outline

• Introduction and welcome
• Goal setting for the programme
• The role of Communications PR in the organisation
• The range of media and channels
• A problem-solving approach to PR
• Personal goal-setting for the programme
• From theory to successful practice
  • Communications models: implications for practice
  • Psychological themes and construction in practice
  • The art of influence and persuasion
  • Ethics and communications
  • Organizational transparency and communications
  • Taking and interpreting communication briefs

The Medium is the Message

• Managing stakeholder relations
• Managing government relations
• Choosing channels – matching media to tasks and stakeholders
• Writing and editing a newsletter, newspaper or magazine
• Writing for the web
• Organising events and exhibitions

Management x Communication

• Improving the power of communications in the organisation
• Measuring communications effectiveness
• Using measurement to improve performance
• Crisis communication
• Reputational management

Putting it all together

• Planning your career and personal development
• Impacting positively on your managers
• Managing up and increasing your personal visibility
• Networking and effectiveness
• Team working and your personal effectiveness
• Time management and work planning

Who Should Attend?

• PR and Communications practitioners who want to update their skills
• Newcomers to PR/Communications
• HR professionals who have communications roles
• Managers who want to add high-level communications skills to their personal portfolios